ASIA-PACIFIC – SOUTH KOREA, FEBRUARY 18, 2013 – Cheil Worldwide Korea has appointed Jordan Waid as executive creative director of its Munic-based integrated design factory Mind Design Laboratory (MD Lab).
Prior to joining Cheil, Waid worked at London-based integrated advertising agency Inferno, working with accounts such as AB Miller, Nokia and Purina. Before that, he served as the creative director for the Ford of Europe account at Imagination. His work ranges from retail, advertising, experiential campaigns, exhibitions, VIP events and launches, through to PR activity and sponsorship such as UEFA Champions League. He has also held creative head and director positions for agencies in London and New York, including LIVE (Omnicom), MTM, and Gruzen Samton Architects.
Commenting on Waid’s appointment, Jaesan Kim, head of brand experience group at Cheil Worldwide HQ, said: "Jordan is a creative specialist in brand experience and an expert in integrated multi-disciplinary creative process. With a unique background of design, media, and ï¬lmmaking, his professional career amazingly covers a wide range of brand experience from architecture, film, and digital to graphic, retail and advertising. This allows him to challenge communication models with fresh ideas that engage at all levels and touch points. I am confident Jordan will bring valuable experience and expertise to our team and ultimately, to our clients."
Waid said: "Cheil Worldwide is an amazing company, with a brilliant network, a fantastic vision and MD Lab is perfectly placed to help Cheil ‘invent the future’. This will be done through design, retail and brand experience – by incorporating the agency ethos of being unavoidably integrated with ideas that move. Unlike most innovation labs, MD Lab is equipped with a core design team and a global marketing communications network, enabling us to take brand experience to a whole new level and ensure that the ideas become reality."
Cheil Worldwide has been pushing hard to further strengthen brand experience which gives it an integrated shape and allows it to create work that goes beyond traditional advertising. Waid, whose expertise lies in multi-disciplinary brand experience and its relation to advertising, demonstrates Cheil’s resolution to create highly impactful and attractive communication and design solutions.
"We are in the business of creating memories through engaging experiences. The first plan which has begun is to rapidly expand the capabilities into an unparalleled integrated creative offering that clients will thoroughly enjoy the benefits of culturally and commercially. We will be able to offer original communication solutions that are media agnostic and work through any and all communication channels, further enhanced by a strong social media strategy," added Waid.
"At MD Lab our rigor and passion for ideas allows us to invent new scenarios, new concepts, new rules, new ways of thinking, new ways of experiencing and new ways of sharing. Cheil Worldwide’s MD Lab is therefore the perfect match for my vision as we are both unavoidably integrated."
